rapport de stage en anglais

RREPUBLICEPUBLIC OFOF S SENEGALENEGAL

PPEOPLEEOPLE AA GOALGOAL AA FAITHFAITH

MMINISTRYINISTRY FORFOR NATIONALNATIONAL EDUCATIONEDUCATION

BBACHELORACHELOR ININ A ADMINISTRATIONDMINISTRATION OFOF B BUSINESSESUSINESSES (BAA) (BAA)

Carried out with :

Regional Agency Ziguinchor/Kolda From August 29, 2005 to October 29, 2005

Théme : The communication in the company : The maintenance of sale

Master of training course:

Mr. Ndiaye Paul SédarPresented by :

Ansoumana DIATTA (BAA II)

RAPPORT DE STAGE UNIVERSITE INTERNATIONALE HECI BAA II

Academic year : 2004/2005

AANSOUMANANSOUMANA D DIATTAIATTA

ANNÉE 2004 / 20052


THANKSTHANKS

Mesdames, Misses and Messrs; allow me above all to express my chaleureurses greetings and my deep gratitude with the people who contributed to the realization of this present document. With the people without whom, I would undoubtedly not have had the occasion to reveal the true face and realities of the company, of his function nement; but also of the world of employment. I will want in the passing to name in first Mr. Djiba Daouda the head of the Section of the Commercial Businesses which was of a great availability at my place, Mrs. Dièye Khadidiatou Ndiaye, Mr. Wane Taminou, Miss Mbaye Aïssatou, Mr. Dieng Madiodio, Mrs. Senghor Brigitte Boyer; for their pleasant availability, harmony and user-friendliness that it S showed in worms my people and that of the others; but also with the expressed needs.

I will not be able to forget the brain of all this inspiration, the heart of the experience gained within this entity. The person in whom, the trade of commercial is a gift, I will not be able to say it; but which incarne the company in him; and with which the discoveries multiplied days in days, hours in hours; I want to name Mr. Ndiaye Paul Sédar. In addition, the Special Mention returns to a Lady; who constantly sacrifices himself for his trainees. Armed with a courage without relache defend them from any point of view. Hobnibuler by the values morals and the respect of a work well done, it represents a currency for us, young and future decision makers in our search of knowing. I want in fact congratulated Mrs. NDIAYE Justine SAMBOU for all that it does for autruit.

Before finishing, I benefit from it to pay homage to all the agents the Trade agency with which I spent two months vinght days of communion. And for the International University Groups HECI, the remericements will never finish any because it contributes mainly to the training of the future managers for of which Africa with so much need for its development.


ANNÉE 2004 / 20053


Ansoumana DIATTAAnsoumana DIATTA


ANNÉE 2004 / 20054


SYNOPSIS

FOREWORD ..................................................................................... 3HISTORY............................................................................................4

INTRODUCTION................................................... ………………..5

LEFT Ière: GENERAL PRESENTATION OF THE SONATEL........................................................................................ ..6

I – FLOW CHART Of the SONATEL..................................................... 7

II – VARIOUS PRODUCTS OF THE SONATEL................................ 15

IIème PART: The COMMUNICATION IN the COMPANY: The MAINTENANCE OF SALE.....................................................................23

I – The COMMUNICATION IN the COMPANY..................................24

II – the MAINTENANCE OF SALE.................................... ………….27

IIIème PART: REMARKS AND SUGGESTIONS… ………..37

I – REMARKS...................................................... …………………….38

II – SUGGESTIONS................................................... ………………...39

CONCLUSION............................................. ……………...42

APPENDIX...........................................................................43


ANNÉE 2004 / 20055


FOREWORDAny observer of the contemporary world, the term of communication and

the concepts which it is carrying impose massively. We are, intends one to say on all sides, in a civilization of the communication. Is this new? If the language is much more still than the reason, the characteristic of the man and if it is true that it is used to the first head to communicate, the man is by nature a being of communication. However, the means it has to transmit its statements to be started with the image, the sound…, multiplied and ensure the communication a width. Thus within the framework of our training in Administration of the Businesses, to communicate is stakes for any student of network HECI; with 15 centers distributed in various countries of Africa.

Based on the acquisition of knowledge in various fields, the adequacy between the theory and the practice through this training course will allow to look further into our assets and to develop our aptitudes for the synthesis and the decision-making; but also to profit from an effective hands-on training.

This present document will treat communication in the company: maintenance sale.

This choice is explained by the fact why the communication constitutes an eminent element in the correct operation of the various companies; but as in the role of future manager as incarne the student. To add to that, the development of a healthy economy, except average the techniques, financial, amongst other things rests on a good reliable and reciprocal communication. The information retrieval through interviews and research on the Internet constituted the principal method to which we were inspired to make this document.


ANNÉE 2004 / 20056


HISTORYCreated on July 25, 1985 by the law 85 – 86, the National Company of

Telecommunications was born from the fusion of the office of the posts and Telecommunication (OPT) and Tele Senegal. The SONATEL is seen entrusting the monopoly of the exploitation of Telecommunications on the whole of the territory main road, the mission of the public utility and an autonomy of management within the framework of a plane contract which binds it at the renewable State for three years.

Twelve years after its creation, to adapt to the new environment of telecommunication, Sonatel was privatisé in 1997. The opening of a capital allowed the entry of a strategic partner, selected France Telecom follows to an invitation to tender (international).

One year after its privatization, the Sonatel action was with dimensions for the first time on October 2, 1998 with the BRVM (Regional exchange of the Securities Transferable) of the UEMOA (African Union Economic and Monetary Western) whose seat is in Abidjan. As of its introduction out of purse, the sonatel made cross with total capitalization the place of Abidjan, the psychological threshold of the Miles Billion F CFA (1000 000 000 000 F CFA). The consequence of this evolution is the emergence of a new entity on the legal shape of a Limited company enjoying the monopoly for the exploitation of fixed telephony and the access to the international one.

Today, this so much preserved monopoly and which constitutes the force first of Sonatel remains a memory with the opening of the market to competition on July 19, 2004:the liberalization of telecommunications.


ANNÉE 2004 / 20057


INTRODUCTION

The communication surrounds us in our residences, with the telephone, television, books etc. It is as present at the school as in the company, in the political world;everywhere else. How to give a disciplinary unit to a field of so vast study. The sector of telecommunications is one of most coveted spheres of the activities national economy. In Senegal, this sector grows at an exponential speed, of coordination with New Communication and Information Technologies (NTIC). In this impetus, Sonatel, main line operator of telecommunication in Senegal were creates in 1985 by the fusion of two entities before in charge of the management of the internal and external communication. Become limited company, the sonatel when in 1997 it is allied to a strategic partner France Telecom who has 42.33% of his capital today. The evolution of its exploits forces and captive the attention of its observers which are interested of advantage in this entity; in its relations with its partners in particular its customers. So not badly of interrogations raised themselves through the topic the communication in the company: the maintenance of sale within this company. With this intention, we will have a short presentation of the sonatel; then to speak about the process of maintenance of sale in the second part and finally we will take the example of H TO H (Home to Home) to illustrate this study.


ANNÉE 2004 / 20058


LEFT Ière: GENERALLEFT Ière: GENERAL PRESENTATION OF THEPRESENTATION OF THE

SONATELSONATEL


ANNÉE 2004 / 20059


I – FLOW CHART OF The SONATELI – FLOW CHART OF The SONATEL

The national Company of Telecommunications (SONATEL) is the firstThe national Company of Telecommunications (SONATEL) is the first company of telecommunication in West Africa and the 3 company of telecommunication in West Africa and the 3 2nd 2nd company of Senegal company of Senegal with more than thousand five hundred (1500) agents. With a capital of 50with more than thousand five hundred (1500) agents. With a capital of 50 Billion F CFA, Sonatel is SA (Limited company) and covers all the ownBillion F CFA, Sonatel is SA (Limited company) and covers all the own territory. territory.

A – A – GROUP SONATELGROUP SONATEL

Group SONATEL, is the total and sous-régional operator of Telecommunications of reference of Senegal. Sonatel developed competences with the service of the private individuals, professionals and companies. It has a modern network, entirely digitized by loops of transmission and international connections by underwater cables with optical fibres high flow. Sonatel has the one of band-widths Internet most significant of Afrique(310 MB). Within the African Western Union Economic and Monetary (UEMOA), Sonatel made of Senegal a hub (platform) sous-régional and a major actor in the development of Telecommunications in Africa and in the world. Sonatel remains a company structuring for the development of the Economy sénégalaise. The Management of Sonatel, as indicates it the Flow chart is made up of a Directorate-General, of an Assistant General Direction, Directors of the subsidiary companies and nine operational Directions made up each one of several Departments, Technical Services and Centers.

FLOW CHART OF GROUP SONATEL


ANNÉE 2004 / 200510

http://www.sonatel.sn/organ/organi.htm



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B – B – REGIONAL AGENCY ZIGUINCHOR/KOLDAREGIONAL AGENCY ZIGUINCHOR/KOLDA

AR (Regional Agency Ziguinchor/Kolda) was created since avénement ofAR (Regional Agency Ziguinchor/Kolda) was created since avénement of the privatization of Sonatel. It gére more than 8000 subscribers and coversthe privatization of Sonatel. It gére more than 8000 subscribers and covers almost all the Southern zone with Tambacounda share. The agency counts 37almost all the Southern zone with Tambacounda share. The agency counts 37 which ensures the good walk of this entity and takes part in the satisfaction ofwhich ensures the good walk of this entity and takes part in the satisfaction of the customers. AR is based in Ziguinchor and is divided into four (4) zones:the customers. AR is based in Ziguinchor and is divided into four (4) zones: Bignona, Sédhiou, Kolda, Vélingara.Bignona, Sédhiou, Kolda, Vélingara.

Directed by a Branch manager, in fact Mr. Samba DIALLO, it has as aDirected by a Branch manager, in fact Mr. Samba DIALLO, it has as a function to set up the telecommunications networks, to market the products andfunction to set up the telecommunications networks, to market the products and services sonatel, to promote them, ensure their follow-up, but also to play theservices sonatel, to promote them, ensure their follow-up, but also to play the role of advising. The regional agency is stucturée in several sections. Eachrole of advising. The regional agency is stucturée in several sections. Each section is under the direction of a head of section which remains under thesection is under the direction of a head of section which remains under the supervision of the Branch manager. The flow chart of AR is of on-line the Staffsupervision of the Branch manager. The flow chart of AR is of on-line the Staff type it be-A-statement arranged hierarchically and functional in bottom.type it be-A-statement arranged hierarchically and functional in bottom.

FLOW CHART OF AR ZIGUINCHOR/KOLDAFLOW CHART OF AR ZIGUINCHOR/KOLDA


ANNÉE 2004 / 200512

Direction of Agency

Sécrétaire

Orderly

Head SAC

Head Kolda Zone

Head Bignona

Zone

Head SFC

Head Vélingara

Zone

Head RAC

Head Sédhiou

Zone


The Section of the Commercial Businesses (SAC) Directed by a head of section in fact Mr. Daouda DJIBA,

Section of the Commercial Businesses constitutes the door of entry of Sonatel de Ziguinchor: the reception commercial. It has the role to apply the marketing policy of Sonatel; to take care of the respect of the procedures of sale and in other terms; to control the movements of the agents amongst other things. Accordingly, the head of section will have as a role to coordinate the various positions of sale and to plan (systems) or policy of sale of the Sonatel products. It is in this service that I had to carry out my training course of end of the year; from August 29 at October 29; that is to say two months of communion in a well organized structure.

Tasks carried out In the continuity of my training course of observation carried out last

year, this training course of application constitutes the dedication partial of a work already entammé. I arrived within the company on August 29, 2005; already, I felt as at home, because the embiance went there good train. Initially I was charged with other trainees to sell the new products of the sonatel such as the subscription Keurgui Kheweul which almost constituted half of my training course because it was necessary to go on the ground, to meet the customers, to work out the requests for subscription, and to again recall the customers after having made the studies of realization of the installation, so that it come to discharge their expenses of installation and finally followed it the latter in the use of this product. This work A allowed us training, to better control the tool of sale and knowing how to behave vis-a-vis a customer.

After this long month of field work, I passed almost two week with Mrs. DIEYE; charged of the Diamono subscriptions, the SAV, but also the role of advising played. I was assitant it of Mrs. DIEYE for this period for the recordings of the new subscribers lasting promotions, period when the commercial reception is really innondé. It was a very beautiful experiment for me, because that my made it possible to better manage my temperament vis-a-vis certain customers and to improve my behavior with respect to the latter. But it should be noted that large my experiment it is carried out with Mr. Paul Sédar Ndiaye with which I carried out displacement within the framework of promotion, of the sale of certain products, but especially in the development of new subscribers for the lines Keurgui Khéweul and others.

It is following the acquisition of these various experiments that I obtained a one one month duration old contract (October 20 at November 20) for the recordings of the subscribers Keurgui Confort, a product which Sonatel A creates with the profit of its customers. I had to receive a formation in the use of a software called GAIA; a little to complicate at the beginning; but with the assistance of Mrs. Ndiaye Justine Sambou and Mr. Ndiaye Paul Sédar, I arrived at end of tiresome work which took sometimes a good part to me of the night.


ANNÉE 2004 / 200513


But in any event, I extrémement acknowledge to have been satisfied with the gained experience, but especially of the availabilities of the sales representatives because they answered constantly with the need expressed and announced their experiment; because the division of knowledge, it is what makes advanced the human beings.FLOW CHART OF THE SAC


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Head of Section

Commercial framework RMO, RQ Responsable

for the sales

Salesman 1

Position télécentre

Sales representative Sale produced Trade

wind

Salesman 3

Salesman 2


The Financial and Countable Section (SFC) The S.F.C. (Financial Section and Accountant) is directed by Mr. Jean

Marie Sadio. Like the commercial section, it is charged to regularize all the financial and countable activities regional agency with knowing the cashings of the invoices, covering (cancellation, restriction of emission etc), supply of office equipment, expenses of maintenance of the vehicles and accountancy in general.

FLOW CHART OF THE FINANCIAL SECTION


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Head of Section

Case2

Case1

Agent2

Agent1

Service Covering

Countable Person in

charge


The Central ontrol room

The central control room has as a principal role to regularize the tonality in all the Sonatel positions of the covered zone, creation and followed lines upstream (: Number of Equipment; ND: Number of Designation). The central control room is currently connected to the transmission and bears the name of GIR.

FLOW CHART OF THE CENTRAL CONTROL ROOM


ANNÉE 2004 / 200516

Head GIR

Agent 2Agent 1

TransmissionPerson in chargeRAC


The Center Network of Access (CRAC)

The Center Network of Access (CRAC) deals with the extension of thenetwork in all the southern zone. It is directed by a Head of Center in fact Mr. Samba DIOP. Currently, the CRAC is also called RAC (Network of Access). The center has also a service breakdown service which deals with all the problems coming under their responsibility.

FLOW CHART CRAC


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Head RAC

BREAKDOWN SERVICE

RAC Agent SONKO

Agent2

Agent1


II – VARIOUS PRODUCTS OF THE SONATEL

The national company of telecommunications of Senegal (Sonatel), presents different types of products availability of its venerated customers. Thus, for better satisfying the latter, Sonatel proceeds each year to a clear improvement of its products in order to fidéliser its customers; while approaching the most them and to support them where necessary. Like example of product, we will study initially fixed telephony with two new products, then the Internet with the ADSL and finally mobile telephony with Alizé.

A – Fixed Telephony

The line Keurgui Kheweul

Line KEURGUI Kheweul is a fixed service of telephony functioning only by prepayment of the communications. An account is associated the telephone number. This account is fed by credit of refill. To telephone the customer and the number composes directly takes down of its correspondent, the amount of his communication is then output on its account; when the account is exhausted it cannot pass any more from calls but can receive some. LINE KEURGUI kheweul functions with charts of refill called "Charts Keurgui kheweul". It can call free numbers with or without credit. The customer buys charts which it uses at his rate/rhythm but receives an invoice of fixed subscription monthly of 5 900 CFA including all taxes.

Target CUSTOMERS RESIDENTIELS AND THOSE SPECIALISES IN SPB ARE The TARGET OF The OFFER. The residential type of customers targeted is that which has a true need for control of its communications in raiso N of a limited purchasing power. The Keurgui Line is an offer of revivals of the telephone request which live E especially the new customers. The Keurgui line can be proposed exceptionally to a current customer when it is regularly suspended, present of the difficulties of payment, and which agrees to change number.


ANNÉE 2004 / 200518


Positioning The L igne K eurgui Kheweul is an offer which combines several assets the availability of the credit of consumption for the family, the good control of its communications, the possibility of knowing its incur consumption constantly.

Tariffing

Monthly subscriptionHT

Including all taxes

5 000 5 900

Ligne Keurgui Kheweul Pack 1 :

COMPOSITION HTIncluding all taxes

Expenses of urban connection 5 085 6 000

Expenses of rural connection80 160

94 589

Stamps 4 000

Refundable guarantee 0

This pack is proposed to the customers who have a telephone already

Ligne Keurgui Kheweul Pack 2:

COMPOSITION HTIncluding all taxes

Expenses of connection 5 085 6 000

Expenses of rural connection80 160

94 589

Stamps 4 000

Refundable guarantee 0

Telephone12 712

15 000

Pack2 will be proposed to the customers who wish to acquire a station on the level of Sonatel Free credit of communication: the chart of facial low value is offered to the inscription


ANNÉE 2004 / 200519


The charts Keurgui Kheweul - the chart of 2.500 Fcfa including all taxes - the chart of 5.000 Fcfa including all taxes The telephone unit is 75 F including all taxes The cost of the stamp of a value of 150 F is already integrated in the facial value of the charts of 2500 F and 5000 F.

b) line Keurgui Confort

The line Keurgui Confort is a fixed offer of post-paid telephony including the basic subscription. The line Keurgui Confort gives basic duty against the payment of a two-monthly subscription to a package of tariff and additional services free of which:

Package of tariff services: 1. 3 H of local/national free communications/Internet 2. 1 H of free communications towards the mobiles (Alize and Sentel

included/understood) 1 H of free communications towards the international one (all destinations

included/understood) The communications towards the waiters "Kiosk" are not

included/understood in the free fixed prices of communication. The communications carried out by the customer beyond these free fixed prices of communications or outwards (waiters kiosk) are invoiced with the telephone tariffs into force in the "Sonatel Catalogue".

Package of additional services: BASIC SERVICES INCLUDED/UNDERSTOOD IN the OFFER the free SRC or flexible ordered restricted service (international, national, towards vocal mobiles and waiters, or total) tariff service "My three unlimited numbers" (evening, weekend) the voice messaging Eko references RVT, RVO, DNR SERVICES WITH the CHOICE OF the CUSTOMER (within the limit of stock available) IAI (Indication of calls in authority)


ANNÉE 2004 / 200520


PDN (presentation of the Number) Automatic recall on occupation GDR (recall of the appealing last) Shortened classification The call number of the waiter: 800 28 00. The secret codes are those being reproduced on the invoice of the customers.

Target This offer targets all the physical people of the segments Résidentiel 1& 2 of the General public market. The heart of target of "Keurgui Confort" is consisted of the customers Résidentiels CSP+ (large-scale consumers) having requirements in significant communications with an average for two-monthly consumption higher or equal to fifteen thousand francs (all inclusive of tax). For the customers existing and wishing to migrate on the offer "Keurgui Comfort", of the tariffs of free migration theirs are proposed with conservation of their call numbers

Advantages The advantages offered are:

volumes of communications significant and free and that on all destinations (room, national, mobiles, Internet and international)

services free comforts facilitating the use of the telephone diversified use: voice, data and fax universality of the telephone service: possibility of joining or of being

joined of everywhere in the world; the communications on arrival are not invoiced except those in PCV; to choose to appear or not in the telephone directory to reach and consult data bases (Internet) to analogical rates of

transmission being able to go up to 56 Kbit/s; to reach and consult vocal waiters; to reach Internet high flow with the ADSL to send or receive faxes short times of installations after the payment of the expenses of

connection; possibility of choice of access to other services more of the telephone

(Internet with high flow, TV on analogical line…)

The International Keurgui Chart It is about a prepaid chart intended exclusively for the international communications: it makes it possible to telephone everywhere abroad from Senegal. It is usable starting from any fixed telephone, (mixed line, line SPA,


ANNÉE 2004 / 200521


line SPB, Gescompte line (with or without credit), line Keurgui Kheweul, line télécentre, public cabin, access T0 T2 access, duonet, etc…).

a) The Line P rincipale R ésidentiel The principal line connects the final equipment, which can be a simple

station, a system of intercommunication or a PABX, to the automatic exchange of fastening to the commutated telephone network. One distinguishes the ordinary principal line and that from extension.

Advantages The communications on arrival are not invoiced, not excluded those in

PCV; Br * to reach and consult bases of données(Internet); * to reach and consult vocal waiters; * to exchange data with flows being able to go up to 28,8 Kbits, 33,6 Kbits to see even 56 Kbits S.

to send or receive faxes

Tariffing EXPENSES Of ACCESS TO The NETWORK

HTIncluding all taxes

Expenses of connection 19 500 23 010The refundable guarantee 16 500Residential revenue stamps/by sheet

2 000

Rural system of telephony HTIncluding all taxes

Expenses of connection 99 660 117 599The refundable guarantee 16 500Residential revenue stamps/by sheet

2 000

Expenses of subscription monthly maintenance

HTIncluding all taxes

Single circuit line 2 415 2 850Line simple SPB 5 000 5 900 Hiring of the telephone 750 885


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Increase for nonpayment of the invoices within the deadlines

5 000

B – The Internet with the ADSL

The ADSL (Asymmetrical DIGITAL Subscriber Line) or (numerical asymmetrical Line), is one T echnology able to transport several megabits a second on two copper wire of the telephone. data can be transmitted up to 8 Mbits/s in remote loading (download) and 640 kbits/s in rising voice (upload) on a maximum distance of 2700 meters.

It is an offer of service based on the technology of T ransmission high flow ADSL which makes it possible to use the existing telephone lines simultaneously to transmit data and voice with asymmetrical flows. A filter is placed on arrival of the traditional telephone line. It separates traditional telephony on a side and the data flows of the other.

Advantages . Power The ADSL offers a flow which allows: · a speed of access to information; · a posting of the Web pages approximately 10 times faster; · Of the remote loadings of bulky files in a few minutes;

1 MO 18 SECONDS10 MO 3 MINUTES100MO 30 MINUTES 18 SECONDS600MO (CD) 3 HOURS 600MO (CD) 3 HOURS

They are theoretical values. They is 10 times all the same faster q' a connection by modem STN and 3 times faster than a connection by modem ISDN. · comfortable Use of the multimedia applications; · Flow going down towards the higher computer.


ANNÉE 2004 / 200523

http://www.dicofr.com/cgi-bin/n.pl/dicofr/definition/20020209015851

http://www.dicofr.com/cgi-bin/n.pl/dicofr/definition/20010101001410


Tariffing

Sonatel Tariff

Expenses of access

PRICE HT

Including all taxes

Line ADSL 256 0 0Line ADSL 512 0 0Line ADSL PRO 1024

15 551 18 350

Line ADSL PRO 2048

15 551 18 350

Monthly royalty HTIncluding all taxes

Line ADSL 256 11 441 13 500Line ADSL 512 11 441 13 500Line ADSL Pro 1024

33 898 40 000

Line ADSL PRO 2048

67 797 80 000

Sentoo TariffExpenses of access

PRICE HT

Including all taxes

Line ADSL 256 6440 7600Line ADSL 512 6440 7600Line ADSL PRO 1024

0 0

Line ADSL PRO 2048

0 0

Monthly royalty HTIncluding all taxes

Line ADSL 256 8 050 9 500Line ADSL 512 8 050 9 500Line ADSL Pro 1024

11 864 14 000

Line ADSL PRO 16 949 20 000


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2048

C – Mobile Telephony (Alize)

Mobile telephony is proposed by MOBILE SONATEL, filia of the operator historical, and SENTEL, subsidiary of the Millicom group. This market counts 800 000 lines, prepaid essentially, and continuous to grow quickly with a monthly rough acquisition of about 30 000 subscribers in the 1st quarter 2004. MOBILE SONATEL still preserve nearly 70% of share of market in volume and 80% in value. With a number of so consequent subscribers, the production of portable telephones intended for local marketing would be probably profitable in a market in full expansion. Nowadays, the portable telephone became an essential tool in the daily newspaper of all one each one. It became a tool replacing electronic message minder, bipeurs, and personnalisable with wish. It would have even become a portable computer in comparison with the last generations of telephones.But we note today that Sonatel development of more than products concerning this sector which makes it much more complex with the diversity of its subscriptions with the subscription Diamano Classic, Diamano Jeune, the Téranga subscription, and recently Diamano School intended for the éléves and students with different tariffs. Today, the park of the Mobile exceeds the 1 000 000 Million subscribed, a figure record.


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IIème PART: TheIIème PART: The COMMUNICATION IN theCOMMUNICATION IN the

COMPANY: TheCOMPANY: The MAINTENANCE OF SALEMAINTENANCE OF SALE


ANNÉE 2004 / 200526


I –I – The COMMUNICATION IN the COMPANY The COMMUNICATION IN the COMPANY

The function communication is in the heart of the current transformations of the companies. To play its role fully, it must make evolve/move its missions, sound organization and to develop suitable competences for a number increasingly larger people within the company. These are thus two stakes which are offered to the function communication: on the one hand, to adapt its positioning and methods of its deployment in order to meet the present needs for the company, on the other hand, to contribute directly to the success of projects of change. The development of the transverse processes and decentralization of the operational responsibilities led the companies to reconfigure their internal communication system, in particular while approaching the operational entities. This evolution supported the development of new actors of the communication: the correspondents communication, managers in load of the communication. The central services of communication are thus seen equipped with new responsibilities for support to these decentralized actors and creation for resources to support their actions.

A – DEFINITION

The purpose of the internal communication is to compensate for the distance which grows hollow between the men and the structures within a company (increase in the size of the companies, decentralization, to delocalize, specialization of a service…).

One can define the internal communication as the whole of the principles of actions, steps and practices aiming:the appropriation of the finalities of the company for each employee; to develop internal cohesion; to better communicate to support joint work. The appropriation of the finalities of the company for each employee constitutes an objective present in 70 % of the companies having a service of communication. To develop cohesion interns in 74 % of the companies. To better communicate to support joint work in 50 % of the companies.


ANNÉE 2004 / 200527

http://www.insep.com/dossiers/dos_proj.htm

http://www.insep.com/dossiers/dos_org.htm


B – STYLES OF COMMUNICATION

It is very rare to find a style of communication pure, adapted to any situation. That thus supposes a personal effort of search for adequate style, in correlation with the environment in which one evolves/moves. This fact we have according to our research some styles of communication in connection with various individuals: analytical style, directing style, pleasant style and finally expressive style. These various styles will amongst other things make it possible to see a little the environment in which the company bathes, and interactions between the agents through the latter.

Analytical style The analytical style combines a small degree of predominance and little

emotional reactivity. In his interactions, the individual with the analytical style communicates according to a mode systematic, logical, nonemotive, and hates cock-with-the ass. The exchanges of opinions, perceptions or feelings appear wastes of time to him. Patience and prudence rythment course of all its interactions. These individuals are generally perceived like people serious, relevant, objective and worthy of confidence, but such cold, distant and impersonal.

Directing styleThe directing style combines a high predominance degree and little

emotional reactivity. In his interactions, the individual of directing style communicates according to a pragmatic mode, centered on the action and the results with determination and insurance. The abstract discussions are regarded as wastes of time. It gives the impression of knowing what it wants and to know the best way to achieve its goal. The individuals of this style are generally perceived like people practical, effective, energetic, fast and decided but such impatient, hard and authoritative.

Pleasant styleThe pleasant style combines a high degree of emotional reactivity and little

predominance. In his interactions the individual with the pleasant style communicates according to a mode spontaneous, cordial, significant, emphatic and perspicacious. Its great concern for the harmony in the interaction leads it to avoid the conflicts. The individuals with the pleasant style are generally perceived by the others like understanding people, of goodwill, flexible, capable of consideration for others but also influenceable, has yant little insurance and sometimes hesitant. The individual with the pleasant style uses readily expressions such as: "fi nalement, one says the same thing", "perhaps that", "for my part, I sui S carried to think that…". Its favorite topics are the needs and the


ANNÉE 2004 / 200528


motivations, the team spirit and the team work, the feelings and the beliefs, the values and the personal development, the interpersonal emotions and relations.

Expressive styleThe expressive style combines a high degree of predominance as well as a

high degree of emotional reactivity. In his interactions, the individual with the expressive style communicates according to a mode imaginative, enthusiastic, sometimes provocant and difficult to follow. In a group, its presence passes seldom unperceived. It is let impregnate by environment, takes pleasure with the interaction and is implied with its opinions and its emotions. The individuals of this style are generally perceived like stimulative people, opened, created tives but also egocentric people and impulsive.

Into défnitif, one can conclude that the world of the company is immersed by various factors which contribute to its survival and its correct operation. Thus, one notes that it contains various personalities, with different styles of communication and diversified practices which make the beauty of the professional environment.


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II – II – The MAINTENANCE OF SALEThe MAINTENANCE OF SALE

The trade of commercial is one of the most difficult trades. One says of a good salesman that it has a good résistence with frustration. In the very large companies, strongly hierarchical, commercial the sound framed by supervisors, heads of the sales, heads of agency, etc… The head of the sales usually has as a role, in addition to that to control and envisage, to stimulate his commercial. That please say, from time to time, to intervene on the falls of moral and disappointments of his/her collaborators. Indeed, commercial is in prey with the aggression of four mediums:

The company, like any legal entity, presents states of hearts. The promises of the first days cannot be held any more, at least for the moment. You discover tensions of the dissimulations, fights of influence… finally, all the life of the company.

The product is always extraordinary the day of your recruiting. Then you learn how to know it, discover its dysfunction, its imperfections, the delays of production or delivery …

The market is represented by the customers and the whole of competitors. The customers always do not hold their word. They change opinion without one being able to always include/understand why. They do not sign where awaited we them.The competitors are made forces. They gain markets by means that there still you always do not include/understand.

The life private is composed of the friends, the family, the children, of theparents, health, car which does not want to always start the morning, invoices which pile up on the bueau …

You are "a prisoner" in the medium of all that and have only one thing to be made: to resist. You are alone. Nobody is there to help you. But it is of your duty of commercial to find, in yourself, the positive force to overcome these events. Out of this possibility, you have only little future in the trade of commerical, if not you are on the point of suffering during the long way from a career in the sale. For stage these difficulties which are subjected the commercial ones, the use of methods allowing of better apréhender the market


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The COMPANY

MARKET

THE PRODUCT

LIFE PRIVEE


to be able to control the situations present will be the welcome, like: the process of the maintenance of sale.


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A – THE PROCESS MAINTENANCE OF SALE

The maintenance of sale is, by definition, the space of time ranging between the moment when you come into visual contact for the first time with the prospective customer, and the moment when you take vacation, the order taken. This maintenance is divided into several phases like describes it this diagrams:

In the majority of the cases of prospection in company, the sale proceeds in at least two stages or two go with sometimes an estimate.


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HARMONIZATION

TREATMENT OF THE OBJECTIONS

CONSOLIDATION

NEGOTIATION OF THE PRICES

REFORMULATION OF SYNTHESIS

ARGUMENTATION

CONCLUSION

DECOUVERTE


HARMONIZATION

The term of harmonization is borrowed from the vocabulary of the Programming

Neuro-Lingustique (PNL); without however adopting the same direction in this method. The harmonization here, is the preliminary period during which the salesman establishes a contact of sympathy and confidence with the customer; the action is called: to break the ice, to create a club, to slacken the atmosphere. It starts at the time when you knock on the door, and where you penetrate in the office to come to sit you opposite the prospective customer (Customer).External elements can be used as pretext:

- installation of the buildings, productions exposed in the hall, - geographical situation of the offices, structures of the building, etc.The first visual contact that the customer has you is determining. Some speak

about the régle of the 4x20 (20 first second, 20 first measure, the first 20 steps and the first 20 words). At the time of the period of harmonization, 50% of the decision of purchase are taken in the 20 first second of contact with the salesman.

THE DECOUVERTE

It is essential that this phase of discovered questionnement takes place at the beginning of maintenance, for plusior reasons :

To be certain to propose the good solution and the good product, you must listen to the customer.

To be credible in your proposals, imagine a doctor who prescribes you a treatment before having to auscultate to you

To adopt your arguments with the motivation your customer and with the procedure of his problems specifies

And especially, because any human being likes that one is interested in him. He to put questions is a testimony.

Ultimately, the discovery aims at, to know the initial state of the customer, to detect his needs for this last, to know the motivations of the customer, to seek the significant points, to evaluate the maturity of its project (it is significant to know if the customer already chose to acquire this solution (produced) and that it any more but does not remain to him to select his supplier; or if it is not decided yet to change solution.) and finally to be interested in the customer himself.

To make a good discovery of the customer, it is necessary:- to asque good questions, - to look further into the answers, - to reformulate sometimes if it proves to be necessary.


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THE REFORMULATION OF SYNTHESIS

It is the point of transition between the Discovery and the proposal from estimate, or,

if there is no estimate, between the Discovery and the Argumentation. It is the first obligatory stage of the strategy to entennoir it. The reformulation of synthése is a recall of principal useful information collected. It will take the following form :

The awaited answer is YES, and constitutes an engagement of a priceless value. One can almost say that half of the sale is made if the customer says YES.

ARGUMENTATION

The argumentationne tends that with only one goal: to convince (is to bring somebody, by proof or reasoning, to recognize the utility of a solution). In our case, it will be necessary to convince the customer :


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If I included/understood well

You do that(State A)

You noticed that… (Not Sensitive)

Thus you decided… (CD)You think that it would be good of… (cp)

Did I summarize well what is significant for you


- that a state B better is possible for him, (if it is not convinced by it already)

- that your solution is the best means to reach that point.The argumentation is an elaborate technique of the speech the purpose of which is to obtain a decision without offering to the purchaser the time necessary of a long reflexion.

A sales leaflet is a logical and structured continuation argument. When a salesman pains on the ground and does not obtain the results that it wishes, most of the time it is because it does not have a built sales leaflet. It says what passes to him by the head, which it has the practice to say.

By rectifying only the contents of its argumentation, it can increase its results considerably. The construction of the sales leaflet is carried out in several stages :

- Seek of all the characteristics of the product: (this operation is usually carried out during a brainstorming where all the services of the company are represented). Very product presents 4 types of caractérisques: Technique, commercial, of company and the additional characteristics.

- To purify the inventory: the characteristics must be able to represent an advantage of use for the customer, to aim at a basic objective of the sector of the customers prospected, must be most objective possible, and finally must dissociate the product of its competition.

- To answer the 3 levels of competition. Indeed, it is always necessary to regard nonthe purchase as a competition. Check that there exists in your sales leaflet, of carateristic which tends to fight each one of these levels of competition.

- To answer the unconscious brakes: you will think of all the reasons which can generate the doubt at the customer, all the unconscious brakes which can lead it towards: "I want to reflect".

Plan of the argumentation


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Presentation of the company

Presentation of the solution

Engagement on the solution

Presentation of the price

Engagement on the price


This plan of argumentation worked out, conduit with the technique of the funnel allowing to filter the argumentation until obtaining the agreement favorable of the customer for the purchase of our product (of the solution).

Shémas of the technique of the funnel :

In the treatment of the objections, we note the intervention of the purchaser in the course of the active maintenance of sale against discourses of the salesman. It can take the form of a question, a refutation of argument, or a refusal of purchase. During the negotiation of purchase, it is necessary to include/understand a thing initially: the difference between negotiation and sale; it is that one negotiates as from the moment when one is sure that the customer wishes to buy. Thus, to negotiate, it is thus to treat the methods of purchase. The methods of purchase will relate to the various commercial characteristics of the product: , mode of payment delivery period, warranty period and also price because the general objective is to convince the customer of the quality of the product and its safety at the time of its utilistion.

THE CONCLUSION

The better you will have used the councils of this method, plus the conclusion will be easy. Three (3) engagements (Reformulation of synthesis, Solution, Price), ressérré the funnel and the customer is ripe. Thérorique, the passage to the act must be carried out naturally. However, it is there that the fears of the complexes re-appear (of NOT) which disturb the logical operating mode of the sale.


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REFORMULATION OF SYNTHESIS

SOLUTION

PRICE

YES

YES

YES

To conclude, it is not to force the customer to buy, it is to help it to

decide.


Will know as of now that you will need on average three attempts to arrive at the signature.

CONSOLIDATION

It is the last part of the maintenance of sale, after signature of the order. The maintenance of sale is tiring. The majority of people would fold their business and would sink with the next appointment, in a coffee, or would turn over on their premises. That constitutes an error. The human nature is made in such a way that very purchaser, in proportion with the cost price tests remorses. It wonders:

o Did I make well? o Did I need some really? o Why not wait the next year? o I do not know even why any more I bought?

All these questions after the purchase, are normal. You know them and must act as consequence for stage with the remorses which the customer tests after the operation of purchase.


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A purchaser, with which you propose a solution adapted to its needs, vours will never reproach for fulfilling your mission well and for

leading it to the decision-making


B – STRATEGIES OF SALES Shémas of the strategy of sale


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MAITRISE OF THE PSYCHOLOGY OF THE CUSTOMER

TO SHOW TENACITE

TO GENERATE SYMPATHY AND

CONFIDENCE

ENTRAINER THE CUSTOMER IN A LOGIC OF YES

TO CONVINCE THAT OUR SOLUTION AMENE

A A STATE B MORE ADVANTAGEOUS

ALL TO KNOW OF STATE OF

The CUSTOMER

TO APPLY A PLAN Of

MAINTENANCE


1. To control the psychology of the customer :This strategy consists in including/understanding why the customer has,

amongst other things, of barriers unconscious to the decision-making and to adapt its behavior, according to its psychology, to exert a positive influence.

2. To apply a plan of maintenanceThis method conist to give his speech a structured form, respecting

in particular the psychology of the customer, to obtain better results.

3. All to know state ATo make pass the customer of state A to the state B, one will need of course

all connître on this State A. It is a phase which we will call Découverte.

4. To convince that our solution brings in a State B more advantageous for him

If the customer is not aware of it, it will not achétera. The conviction built using arguments, of settings in situation of the customer, evidence. It is the phase of Argumentation.

5. Entrainer the customer in a logic of YESThe study of the psycology of the customer will learn that to make say to a

Customer yes is a means of engaging it towards the final decision. We will thus not forget to often put questions whose awaited answer is YES.

6. To generate the sympatie and confidenceThey are the two pillars commercial, itinerant or sedentary.

7. To show tenacityThe tenacity is an innate or induced quality but which is not learned. It

is generally generated by an engine: the hunger, revenge, ambition, the need for recognition… which, if they are not present in the salesman, constitutes a serious handicap with the performance.

The majority of the people or individuals, in front of a decision to be taken, in particular that to buy, are in catch with a paradox. They feel retained to make this decision and tend to push back it or say NOT not to take some. They show FRED: Force Resistance to the Decision (it is not in the human nature to make a significant decision rapideement). It translates its resistance by an objection: "I want to reflect".

For making a success of its sale well, it is necessary to respect a precise plan. Most known of the current methods is method DAC (Discovery, Argumentation, Conclusion) above treaty. One will also speak about the method


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of three (3) C: To know, Convince, Conclude or from the quatres C when it is preceded by Contacter.

Example of strategy of sale: H TO H (Home to Home) Even appendix


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IIIème PART: REMARKSIIIème PART: REMARKS AND SUGGESTIONSAND SUGGESTIONS


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I – REMARKS

In the light of this development, it would be very significant to promote remarks, which will be carried out under various angles which touch in particular all the companies of the place. The Regional Agency Ziguinchor/Kolda (AR) covers an exceptional seal compared to the auttres companies. But this difference is read through various factors like the communication, the motivation of the agents; and of the activity in general.

The communication is a factor impossible to circumvent in a company; it is the embryo of the social development. On the level of AR (Regional Agency), one notes a perfect symbiosis between his various actors. With the first contact with the company, it is very difficult for you to recognize the head of service because all the agents work in a perfect harmony. Each morning all the agents are with their position with 7h 30; and before beginning; head, confused agent all make the turn of the services to sevir the hello. This is a very significant fact, because it consolidates the communion between the agents, but also reinforces and harmonizes work for a better development. In sums, this communication emphasizes the good walk of the company, because the latter is of an immense need.

The Regional Agency Ziguinchor/Kolda, profits from justified trés agents and

very skilful in their trade. The motivation constitutes one of the pieces centre of a success, because without it would be difficult to carry out a figure of affaire.Mais through this rigour whose been the object the agent sonatel, there is an effective strategy used. Initially it creates an internal connection (to communicate); then each agent must produir a dashboard of the actual sales (each actual sale is recorded in a table. The whole of the reports/ratios of sales actual during the month by the agents, constitu the general dashboard of the agency on the various products). Such a method always leaves good things. It should be noted that it happens that an agent is overflowed and leaves its customers to his colleague so that he can him also profited from a rise of his sales: spirit of work in group. Moreover, any agent sonatel profits from a fixed price on the fixed telephones and also on the portables.

While knowing that the motivation constitutes an element impossible to circumvent in the good walk of the company; it rhyme undoubtedly with a good communication and a good organization of the activities: what explains the attitude of the agents of Sonatel de Ziguinchor.

In addition, the various structures all of AR are interdependent. That it is the accounting department, the section of the commercial businesses, all work hand with hand in the evolution of the entity. In addition, it is very difficult to


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recognize the superiors of each section, because of the homogeneity of all the agents. It should be stressed that these remarks do not constitute that a negligible part of the iceberg structural of the agency. So of other outstanding aspects of this entity like finances, marketing, and others, make of Sonatel the leader of the market of Telecommunications in Senegal even if one needs the statement which it is opposite an environment open to competition.

II - SUGGESTIONS

The suggestions brought to these various remarks touch all the socio-economic structures of the companies of the sector of telecommunications. Thus with its different élèments we will have :

Development of a policy of communication much more powerful, tobetter smell itself in a good situation for better meeting the needs expressed by the customer. Vis-a-vis competition, studies on the expansion of the competitor already on the spot and which tries to touch the market will have setting-up in order to find of it the principal object of its policy of sale. However, the old practices will remain always necessary, because they constitute the principal entry in action; from where the adjustment of a service research and development which will serve to make new studies on the probable appearance of a new product on the Senegalese market or amongst other things on the pirates as mobile telephony.

In order to better hold the agents on the good vision of the company:waiting of its objectives, the sonatel must sometimes proceeded to meetings of decoration of the former leaders of the company, to organize entertaining days, sporting clubs, to develop the écout with the profit of the trade union of its workers, to raise dimensioned me agent is by placing Sonatel actions at their disposal; or a rise of the wages signs congratulation of a work well carried out seen the remarkable growth of its sales turnover. What could in addition motivate the employees and improve their working condition and become ready to exert their function.

Being given that the organization of a company is a key factor ofdistinction, it must contribute to an idea of development and startup of a general policy of sale or manufacture of a future product. The effectiveness of this company supposes the acquisition of a culture of company: the agent must know the entity, the environment of development (the market), and amongst other things all the actors of development for better working out an action plan. It is also necessary to note the multiplicity of the unballastings on the level of the portable telephones and the fixed telephones. That constitutes a harmful effect


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for the behaviour of its customers. The reduction in these unballastings can entrainer especially a development of consumer loyalty of the customers for the large subscribers like the companies and in particular the subscribers diamono (the mobile). The organization must revétir a particular seal because to organize it is Coordonner, Planifier; but also To innovate.


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CONCLUSION

The national company of telecommunications of Senegal (Sonatel), is a limited company whose capital rises to 50 billion Fcfa. Telephone operator number 1 in Senegal, it covers almost all the own territory. Today, the sonatel developed a very advanced technology which enabled him to better spread out in this sector thanks to the Internet with the ADSL high flow and other products that it lays out. At the hour of the liberalization of telecommunications, and vis-a-vis new conncurrent, Sonatel multiplies its efforts in the conquest of a title which it preserved a long time that of Leader. This training course of application carried out within this company, made it possible to better know the various components of the structure and its surroundings; in addition it made it possible to better elucidate the term of communication in various fields like the maintenance of sale. But the essential aspect retained during the training course and which repercute almost in all the companies is that in the training of a new leader or manager, the aspect communication is a term with better developing in a concept of universalization especially in a sector like that of telecommunication in perpetual change; more particularly, in a search of development and economic unification (creation of a single government of Africa: the United States of Africa de Maître Lagging); countries of under area. The sector of telecommunications into full expension is a challenge to be raised of advantage, because it is the engine of a Union. Thus, much of questions cause the attention of the actors of this sector and its future leaders like the question of the technological stakes and the communication in Africa.Which insertion of Africa in the world networks?

Bibliography: www.google.com www.sonatel.com ABC of the sale Interview


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http://www.sonatel.com/

http://www.google.com/

rapport de stage en anglais

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